Big Rock Holiday Study Results Might Surprise You

GRAHAM, NC—According to a survey conducted by Big Rock Sports, LLC, 69 percent of outdoor sporting goods retailers in the US are planning a holiday in-store promotion or event this season. Here’s a breakdown of how they will work. Of those promotions, 60 percent will use Facebook or Twitter to advertise their activities.

Store gift cards and certificates are popular with outdoor retailers this year. Of the retailers polled, 83 percent plan to sell holiday gift cards or certificates that can be redeemed in their stores.

These findings are the result of a comprehensive survey of independent outdoor sporting goods retailers conducted by Big Rock Sports. The survey asked a variety of questions about consumer trends, holiday sales tactics and store strategies for the season of giving. More than 300 of Big Rock’s customers across the US responded.

“We are constantly looking for ways to offer our customers practical, real-time information,” said Mitch Mitchell, Director of Marketing at Big Rock Sports. Based on the overwhelming response, the company plans to expand its customer research. “We hope the findings of this survey, and others like it, will give Big Rock customers new ideas and techniques to help them succeed.”

[divider]Other Discoveries[/divider]

• 82 percent of outdoor retailers with more than 10 employees reported using social media to promote holiday specials or in-store events

• 75 percent do not extend store hours during the holiday season

• 71 percent of outdoor retailers decorate their stores for the holidays

• 34 percent stock gift-type merchandise

• 75 percent reported November and December as “very good” sales months

• 56 percent of outdoor retailers do not plan to take time off during the holidays